Industries Categories: Financial
5 Answers to the Most Frequently Asked Questions About Brand Activation
You may have heard this term thrown around in recent years, but like other intangible marketing concepts, it can be hard to pin down. Let’s unpack Brand Activation with the top FAQs answered.
Wait! What actually is Brand Activation?
Brand activation comes across as a bit of a buzz word. It may even have you rolling your eyes. But let’s actually pin down the meaning. Brand activation is an experience designed to increase brand awareness or – in other words – get more people to know about your brand.
Think of it like this: if your brand is the paper and logs sitting in the firepit, the brand activation is the match that turns it into a roaring fire.
How on earth do you ‘activate’ a brand?
There are different ways to activate your brand, but the best way is to offer people an experience of it. This can be through experiential marketing, which is what it sounds like – marketing that you can actually experience. Or you can develop a brand activation event – an event that allows people to physically interact with your brand.
Do I need Brand Activation?
You may think brand activation is just for a new company. However, it’s often used after a rebrand, or after something that happens in a company that effects the brand. For example, a product launch that lays slightly outside of a brand’s usual remit is a great opportunity to ‘activate’ your brand in its most updated form.
Does Brand Activation work?
This is a good question – so, how does Brand Activation actually work? Brand Activation is designed to evoke a reaction in your audience, this creates an emotional association with your brand in their mind.
Creating an experience for people that triggers emotions really is the secret to getting your brand known. Once people have an emotional connection to your brand they will remember it. That’s the power of Brand Activation.
How do you create a Brand Activation?
There are many strategies to Brand Activation but the most common is to hold a brand activation event. Here’s a quick guide to creating your Brand Activation:
• Pinpoint your brand’s values including which ones you want to highlight with this event.
• Decide who you are targeting the event towards
• Set some clear goals
• Start planning out the details such as activities, venue, and guest list. For this we recommend involving a professional event production company to really give your brand activation impact
Hopefully this list of questions has demystified brand activation for you. If you think Brand Activation might be something your business needs, or even if you’re not sure, get in touch with us and we can talk through your goals.
Why Host a Hybrid Event? Seven Things You Should Know
Firstly, what is a hybrid event? Put simply, a hybrid event is an event that can have attendees both in-person and online. Although they’ve been possible for a long time, they became more common during the pandemic as things started opening up with restrictions on numbers for large events.
So, now restrictions are lifted and you can have as many attendees as you like, why bother hosting a hybrid event?
There are more benefits to this than you might think – keep reading to find out.
Unlimited Attendees
And in turn – unlimited ticket sales! This can have a huge impact on the revenue and profit of your event. Although it will cost you to ‘hybridise’ your event, after that initial cost you can continue selling tickets to online attendees without having to pay for extra venue space or catering.
In short – online attendees are ‘limitless’ AND they cost less!
In addition, online ticket sales can remain open until seconds before the event start time, unlike in-person tickets where you may need to leave a period between ticket sales ending and the event. Depending on your format, with a hybrid event you may even be able to keep selling tickets during the event for last minute revenue.
Going Global
Another huge reason to make your event ‘hybrid’ is removing limits on location. If you’re looking to reach a wider audience, what better way than to have them be able to attend your event anywhere in the world. When you can offer online tickets, you can open up your event to the whole world.
Content is King
Don’t let your event burn bright and fast – with a hybrid event you will have digital assets that you can keep using. This means you can really get the most out of your conference, product launch or activation. In a digital world, businesses need to be constantly producing content to keep up. Clips from your event can be used as marketing content.
Events that Keep Giving
Not only can hybrid, live streamed events become great content, but you can also continue making sales from them. Even long after they’ve happened. If your event becomes a recording, you can repurpose as a webinar or podcast and sell access to that recording for as long after the event as you like. This means you keep making money long after the event is over.
Data for Days
Hybrid events generate audience and attendee data. You can use this for future marketing, research and to improve your future events. Depending on what software you use, you can collect different insights into how your audience interacts with event content.
Planet Earth Friendly
Reduce the carbon footprint of your event by going hybrid. ‘Hybridising’ your event is a great way to reduce your impact on the environment. With less people travelling to attend, the carbon emissions produced by your event can be kept to a minimum. This benefits the environment without compromising your revenue.
Inclusivity is Cool
Having a hybrid event can make space for inclusivity. Where you can reduce the cost of online tickets, people who may not otherwise have been able to attend now can. Even if you the cost of the ticket isn’t reduced – sometimes travel expenses are the difference between someone being able to afford to attend or not.
Another way your event will be made more inclusive if to those with disabilities who may not have been able to attend in person. A hybrid event is a more inclusive event.
In conclusion, a hybrid event can offer some fantastic benefits that will improve revenue, improve return on investment and create a more environmentally friendly and inclusive event.
If you’re curious about creating your own hybrid event, get in touch with us and we can talk through your options.